IDFC FIRST Bank’s Case Study Challenge

Track: Product

Case 1:
Banking Application
Enhancement for
increased engagement
time/customer
IDFC FIRST Bank: Mobile Banking
The mobile banking application for IDFC First Bank customers has over 5M+ downloads and an average of 4.7 star ratings
on Playstore. The bank takes pride in owning one of the most advanced & highly rated applications in the industry with
best-in-class features.
Not only does it make banking easy for the customers but it also provides a whole basket of products that helps customers
manage their resources well, gets various insights on their spending, provide alternate investment options and apply for
other products like loans, credit cards

Features
Optimus is a bag full of features which are built keeping in mind the convenience of customers and adding value in each
step to their banking experience. Our stand-out features include:

• Easy Banking:
Easy banking is quick access to all the banking as well as non-banking solutions to the customer. With easy banking, a
customer can redirect to any feature in the app with the touch of a single button. With easy banking, you can open an
account, apply for a loan, invest your money, buy the insurance and manage your card and transactions from a single
place.

• Money Manager:
Money Manager is your next-door advisor who keeps a record of all the cash flows, bi-furcates them into various
categories, helps you create goals to better manage the money and gives insights on your cash inflows & outflows

Refer to Appendix I for visuals

 One Stop Solution for banking needs
Home
This is the entry point for customers. Accounts
The accounts section represents all the
Post login customer lands on the home
banking and non-banking relationships
page. The home page acts as a map for
of the customer with the bank. The
the user, it provides directions to
accounts section has the following sub-
customers to get redirected to various
sections in the app. sections:
• Accounts – Access your
current A/c or savings A/c
Pay
details from here/
Pay for your bills & expenses, send
• Cards – All card details and
money to your family & friends through
UPI or Bank A/c, pay your taxes or even services
• Deposits- Open/View
send money abroad.
Recurring and Fixed Deposits
• Investments –investment
Loans
options from Mutual Funds,
Range of offerings based on the need
for a fast, secure and easy loan IPO, and NFO available at
hand.
process.
• Insurance - Wide range of
insurance plans
Scan a QR – Scan to pay

3
Problem Statement
As we have already entered the era of digital banking, digital experience plays the most crucial role in customer retention and eventually
increasing the overall relationship with their bank (overall portfolio).

As a product owner, you have been asked to devise a product strategy to improve IDFC FIRST Bank Mobile App’s overall customer
Experience Quality and Engagement Time.

Your solution should be focused on (but not limited to) the product enhancement
Suggest new features (OR Identify shortcomings and Improvements in the existing features) and its value proposition for the existing
customers.
Appendix I

Easy Banking Money

Screen Manager
Screen
Investment Dashboard
Screens
Thank You